Re-launching a product
A Heinz case study

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Page 6: Conclusion

The enormous effort that Heinz put into re-launching Salad Cream was designed to introduce the product to a younger consumer group, and to arrest declining sales. The means to achieve this involved mobilising the talents of a campaign team, which then set about re-defining the range of uses to which Salad Cream can be put. The marketing theories which help explain Heinz’s actions are to be found in the marketing mix and product life cycles.

Heinz | Re-launching a product